Theoretical Aspects of the Museum’s Communication Strategy: Conventional and Non-Conventional Communication Channels

Abstract

Perspective aspects of the development of the domestic theory of museum communication are considered. The object of the research is the interdisciplinary discourse of the general field of communication theories. The subject of the research is the theoretical models applicable for structuring museum communication channels. The authors substantiate the need to focus the communication strategy of a modern museum not only on conventional communication channels, but also on long-term prospects for nonconventional connections. The presented typology of conventional and non-conventional channels in the structure of museum communication makes it possible to determine the basic components of the communication process along two main channels: “Society → Museum → Society”; “Museum → Society → Museum”. The communication strategies of a modern museum, considering the potential of both channels, will be more efficient and will enhance the value of storage objects at the lowest cost.